Case Study
Canon - Building consumer camera brand leader
Challenge
The brief was to support Canon in taking the lead in market penetration, consumer preference and sales in an evolving premium camera market shaped by digital innovations.
Approach
- The campaign focused on addressing two distinct segments – professional photographers and consumer enthusiasts.
- A range of top end premium products were launched on a quarterly basis through high impact press conferences, followed by product placement in tier I business publications and professional photography media, product reviews in broadcast media channels and networking events targeting professional photographers in Delhi for EOS range.
- Focus on high impact coverage in consumer press, driven by new digital cameras such as the IXUS range, was further supported with product placements in consumer magazines and sponsored fashion and travel features with product giveaways in lieu of brand endorsements for photo features.
- This was complemented by focus on corporate news aspects by coverage in tier I business press with regional APAC Canon leaders elaborating about their business plans to increase footprint in the Indian market.
Result
The communications program, over a span of five years, delivered dominant brand presence, mindshare and facilitated development of a strong distribution network by generating robust confidence at retail driven by incremental consumer preference that cumulatively delivered strong sales performance of Canon in India, helping establish it as the leader in the camera market.
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Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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